A major decision facing marketers working with different types of products is customization versus standardization.
One of the products that can be standardized to serve customers in different markets is a simple safety razor. The main reason why it can be standardized is that consumers in different nations are likely to have the same type of requirements and expectations to a safety razor. It should be able to perform its basic function – shaving, be small and compact, and definitely be safe in usage.It is unlikely that any of the consumers are likely to forgo these requirements or have any specific needs. For the vast majority of consumers, razors are just an easy way to get shaved, it is a small item, and does not command any prestige or make a fashion statement. On the other hand, one thing that can be customized is hotel service.
It makes sense for a hospitality company to serve customers differently in different markets. First of all, consumers in different nations have different tastes. For example, they place different value on cleanliness in their room.Americans will appreciate a coffee-maker in the room while other nations are avid tea drinkers and will be happier with a teabag and kettle.
Second, there is also value in customizing the look and feel of the hotel to local reality to cater to tourists. Many tourists who come to Morocco, for instance, may not be as happy to see the hotel furnished in the familiar American or West European style. They may actually prefer to see elements of “native” culture in the decor or even furniture. Therefore, customization makes a lot of sense in the provision of hospitality services.
